TAT takes on board Kotler ideas

Tourism Authority of Thailand says its marketing plan 2014 will promote “value-driven activities” that will boost sustainable tourism in 2014.
It has to achieve Bt2 trillion in tourism revenue by 2015 based on government objectives.
Tourism Authority of Thailand governor Suraphon Svetasreni said it will be accomplished by adopting “Higher Revenue through Thainess”.
“TAT marketing strategy idea is derived from Marketing 3.0 as initiated by the marketing expert Philip Kotler,” he said. “It will encourage tourists to share tourism experiences on social media on the internet and be more responsible when visiting destinations.”
He said: “The next step is to increase tourism revenue, good image, and position Thailand as a quality tourism destination.”
This year, the action plan also focuses on the chllenge of tourism growth in new markets such as China, Russia and India and the upcoming of ASEAN Economic Community in late 2015.
However, the three markets are mostly in the medium- and low-end segments, which does not fit the objective to increase travel spend.
TAT will try to attract medium-to high-end tourists, said Pongsathorn Kessasamli, deputy governor for policy and planning.
“To boost the Chinese market, TAT will open its fifth office in China in Guangzhou by the end of the year to cover South China.”
The Guangzhou office will also cover Shenzhen. At present, per-capita revenue for Guangzhou people is on par with that of Beijing and Shanghai, at around 100,000 yuan, while Shenzhen is 150,000 yuan. The first four offices are in Beijing, Kunming, Shanghai, and Chengdu.
TAT expects the number of Chinese tourists to Thailand to reach 5.4 million in 2014, compared to the projected 4 million this year. Despite those expectations there appears to be no rush to give Chinese visa-free entry.
For the Indian market, TAT projects visits will reach 1.3 million this year. The spending per person is estimated at around Bt5,281 per day, compared to the average of Bt4,389 per day for all tourists.
TAT’s director for North and East India, Bangladesh, Bhutan and Nepal, Runjuan Tongrut, said more than half of India’s population are under 25 years old.
“94% of Indian tourists are smartphone users and can access mobile internet, so travel agents should use this online channel to promote their tourism products.”
TAT’s Moscow Office director, Pasakorn Supannapan, said the Russian market showed the highest growth in Europe. Tourist arrivals will rise to more than 1.9 million next year.
To capture the high-end market in Russia, TAT will promote honeymoons and weddings, medical and wellness especially check-up services. We also plan to introduce Samui Island as a honeymoon and wedding destination.

Sourced: ttrweekly